DECLARATION BY THE CANDIDATE

I the undersigned solemnly declare that the report of the summer training work entitled

A STUDY ON PERFORMANCE APPRAISAL &IMPROVEMENT OF STRATEGY OF RELIANCE TELECOM

COMPANY IN RAIPUR CITY is based on my own work carried out during the course of my study under the

supervision of Mr. ALOK DANGI at RELIANCE COMMUNICATION in Raipur.

I assert that the statements made and conclusions drawn are an outcome of my research work. I

further declare that to the best of my knowledge and belief the report does not contain any part of any work

which has been submitted for the award of MBA degree or any other degree/diploma/certificate in this

University or any other University of India or abroad.

_______________________
(Signature of the Candidate)
AJAY DEEP SHENDE
Enrollment No: AE2569
Rollno.:5353609001

1
 ACKNOWLEDGEMENT
I wish to acknowledge my specific indebtness to director “Sri Sankracharya institute of technology &

management”, who made this opportunity to perform summer training as a part of MBA degree Course.

I wish to extend my Sincere Gratitude towards “Mr. Alok dangi(Reliance Communications,Raipur) for

accepting me as a summer trainee and assigning this project to me.

I am extremely grateful to Mr. Deepak thakur for their valuable guidance and best possible help during

course of study.

I am deeply grateful to my parent’s who have given me every help and moral support and their constant

advice which enabled me to pursue my academic aim.

Thanks to other summer trainees for their co-operation and suggestions through out this project.

2
 TABLE OF CONTENTS

Declaration by the Student

Acknowledgments
Page no.
1. Chapter 1:
Company Profile 4-7

2. Chapter 2:
Details about the company such as History 8-15
Products 16-21

Markets financial status 22-23

Operations & Notable awards: 24-25

3. Chapter 3:
Relation of the work done me with theory. 26-27

4. Chapter 4:
Main issue worked upon by me 28-31

5. Chapter 5:
Significant learning underwent during the training 32-37

Finding of the study: 38

Retailers finding: 39
Learning of the study: 40
SWOT Analysis of Reliance communication LTD: 41
Suggestions : 42-43
Conclusion: 44

References 45
Appendices
Questionnaire used (if any) 46-47
LETTER OF THANKS 48

3
Chapter 1:

Company Profile:

A DREAM COME TRUE:

The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man would have access

to affordable means of information and communication. Dhirubhai, who single-handedly built India’s largest

private sector company virtually from scratch, had stated as early as 1999: “Make the tools of information

and communication available to people at an affordable cost. They will overcome the handicaps of illiteracy

and lack of mobility.”

It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying

60,000 route kilometres of a pan-India fibre optic backbone. This backbone was commissioned on 28

December 2002, the auspicious occasion of Dhirubhai’s 70th birthday, though sadly after his unexpected

demise on 6 July 2002.

Reliance Communications has a reliable, high-capacity, integrated (both wireless and wireline) and

convergent (voice, data and video) digital network. It is capable of delivering a range of services spanning

the entire infocomm (information and communication) value chain, including infrastructure and services —

for enterprises as well as individuals, applications, and consulting.

Today, Reliance Communications is revolutionising the way India communicates and networks, truly

bringing about a new way of life.

4
 FOUNDER

Few men in history have made as dramatic a contribution to their country’s

economic fortunes as did the founder of Reliance, Sh. Dhirubhai H Ambani. Fewer still have left behind a

legacy that is more enduring and timeless. As with all great pioneers, there is more than one unique way of

describing the true genius of Dhirubhai: The corporate visionary, the unmatched strategist, the proud patriot,

the leader of men, the architect of India’s capital markets, the champion of shareholder interest.But the role

Dhirubhai cherished most was perhaps that of India’s greatest wealth creator. In one lifetime, he built,

starting from the proverbial scratch, India’s largest private sector enterprise. When Dhirubhai embarked on

his first business venture, he had a seed capital of barely US$ 300 (around Rs 14,000). Over the next three

and a half decades, he converted this fledgling enterprise into a Rs 60,000 crore colossus—an achievement

which earned Reliance a place on the global Fortune 500 list, the first ever Indian private company to do so.

Dhirubhai is widely regarded as the father of India’s capital markets. In 1977, when Reliance Textile

Industries Limited first went public, the Indian stock market was a place patronised by a small club of elite

investors which dabbled in a handful of stocks.Undaunted, Dhirubhai managed to convince a large number of

first-time retail investors to participate in the unfolding Reliance story and put their hard-earned money in the

Reliance Textile IPO, promising them, in exchange for their trust, substantial return on their investments. It

was to be the start of one of great stories of mutual respect and reciprocal gain in the Indian markets.

Through out this amazing journey, Dhirubhai always kept the interests of the ordinary shareholder uppermost

in mind, in the process making millionaires out of many of the initial investors in the Reliance stock, and

creating one of the world’s largest shareholder families.

5
 CHAIRMAN OF RELIANCE COMMUNICATION

Born: June 4, 1959

Achievement: Chairman of Anil Dhirubhai Ambani Group Chosen as the 'CEO of the Year 2004' in the

Platts Global Energy Awards and MTV Youth Icon of the Year' in September 2003 Anil Ambani is one of

the foremost entrepreneurs of Independent India. He is the Chairman of Anil Dhirubhai Ambani Group.

Earlier, before the split in the Reliance Group, Anil Ambani held the post of Vice Chairman and Managing

Director in Reliance Industries Limited(RIL). Born on June 4, 1959, Anil Ambani did his Bachelors in

Science from the University of Bombay and Masters in Business Administration The Wharton School at the

University of Pennsylvania. Anil Ambani joined Reliance in 1983 as Co-Chief Executive Officer. He

pioneered India Inc's forays into overseas capital markets with international public offerings of global

depository receipts, convertibles and bonds. Starting from 1991, he led Reliance in its efforts to raise, around

US$2 billion from overseas financial markets. In January 1997, the 100-year Yankee ond issue was launched

under his stewardship.After the split in Reliance Group, Anil Ambani founded Anil Dhirubhai Ambani

Group. He is the Chairman of all listed Group companies, which include: Reliance Communications,

Reliance Capital, Reliance Energy and Reliance atural Resources Limited. Anil Ambai was elected as an

independent member Rajya Sabha MP in June 2004. But he resigned voluntarily on March 25, 2006.Anil

Ambani has won several awards and honours. Major among these include: 'CEO of the Year 2004' in the

Platts Global Energy Awards, 'MTV Youth Icon of the Year' in September 2003, 'The Entrepreneur of the

Decade Award' by the Bombay Management Association, and 'Businessman of the Year Award' by leading

Business Magazine, Business India in 1997.

6
 VISION

“We will leverage our strengths to execute complex global-scale projects to facilitate leading-edge

information and communication services affordable to all individual consumers and businesses in India.

We will offer unparalleled value to create customer delight and enhance business productivity.

We will also generate value for our capabilities beyond Indian borders and enable millions of India's

knowledge workers to deliver their services globally.”

VALUES:

 We will put customer first at all times, and built long term relationship with them.

 We shall believe interpretation and keep every commitment that we make.

 We will operate with honesty and integrity interpretation all our dealings.

 We treat every individual with dignity and respect.

 We will approach every endeavor with zeal & an attitude towards excellence.

7
Chapter 2:

History of Reliance Communications Limited:

The Company has a customer base of 105 million including over 2.5 million individual overseas retail

customers. It ranks among the Top 5 Telecom companies in the world by number of customers in a single

country. Reliance Communications corporate clientele includes 2,100 Indian and multinational corporations,

and over 800 global, regional and domestic carriers. A pan-India, next generation, integrated (wireless and

wireline), convergent (voice, data and video) digital network that is capable of supporting services spanning

the entire communications value chain,covering over 24,000 towns and 600,000 villages has been established

by Reliance Communications. Reliance Communications owns and operates the next generation IP enabled

connectivity infrastructure comprising over 190,000 kilometers of fiber optic cable systems in India, USA,

Europe, Middle East and the Asia Pacific region.

India ’s leading integrated telecom company

Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group (ADAG) of

companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is India’s leading

integrated telecommunication company with over 71 million customers. Its business encompasses a complete

range of telecom services covering mobile and fixed line telephony. It includes broadband, national and

international long distance services and data services along with an exhaustive range of value-added services

and applications. It constantly endeavours to achieve customer delight by enhancing the productivity of the

enterprises and individuals they serve.

Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding with the

joyous occasion of the late Dhirubhai Ambani’s 70th birthday, was among the initial initiatives of Reliance

8
Communications. It marked the auspicious beginning of Dhirubhai’s dream of ushering in a digital

revolution in India.

Reliance Communications Limited Type: Public BSE: 532712

Industry: Telecommunications
Founded: 2004
Founder(s): Dhirubhai Ambani
Headquarters: Navi Mumbai, Maharashtra, India
Area served: India
Key people: Anil Ambani (chairman) Satish Seth (MD)
Products:
1. Wireless
2.Telephone
3.Internet
4.Television
5.Data Cards
6.Recharge Vouchers
7.VC
Revenue: 22,948 crore (US$5.16 billion) (2009)
Operating income: 9,305 crore (US$2.09 billion) (2009)
Net income: 6,045 crore (US$1.36 billion) (2009)
Total assets: 102,207 crore (US$23 billion) (2009)
Total equity: 1,032 crore (US$232.2 million) (2009)
Employees: 31,884 (2009)
Parent: Reliance Anil Dhirubhai Ambani Group
Subsidiaries: Reliance Telecom Limited,Reliance Globalcom Limited,Reliance Tech Services
Reliance Communications Infrastructure Limited (RCIL), Reliance Big TV Limited
Reliance Infratel Limited
Website: http://www.rcom.co.in
9
Offices: Ahmedabad, Bangalore, Bhopal, Chandigarh,Chennai, Hyderabad, Jaipur, Kochi, Kolkata,
Lucknow, Mumbai, New Delhi, Patna & Pune.

BOARD OF DIRECTORS

• Shri Anil D. Ambani - Chairman

• Prof. J Ramachandran

• Shri S.P. Talwar

• Shri Deepak Shourie

• Shri A.K.Purwar

Company Secretary & Manager

• Mr.Hasit Shukla

Auditors
• M/s. Chaturvedi & Shah
• M/s. BSR & Co.

New CIO of Reliance Tech Services

• Alpana Doshi

CORPORATE OFFICE

Address:

Reliance Communications Limited

Dhirubhai Ambani Knowledge City

Navi Mumbai 400709,

India.

Tel No. : 3037 3333

10
WORK ENVIRONMENT
Where merit is rewarded

Reliance Communications is in the process of setting up best-in-class work facilities across major cities in

India. At Mumbai, the Dhirubhai Ambani Knowledge City (DAKC) hosts more than 10000 professionals

with a range of office complexes, food courts, avenues and boulevards, fountains and video conferencing.

Apart from the physical work setting, Reliance Communications is fostering a work culture marked by

positive energy, team work and performance ethic. We are committed to building a non-hierarchical and

open work environment and a result-driven meritocracy.

Industries Where Reliance Communications Ltd. Competes

1) Telecommunications Services

2) Wireless Communications Services

3) Wireless Network Operators

4) Data Services

5) Fixed-line Voice Services Providers

6) Telecommunications Infrastructure Development

11
MAJOR COMPETITORS

Bharti Airtel : Bharti Airtel, formerly known as Bharti Tele-Ventures LTD (BTVL) is India’s largest

cellular service provider with more than 92 million subscribers as of February 2009. It also offers fixed line

services and broadband services. It offers its TELECOM services under the Airtel brand and is headed by

Sunil Bharti Mittal. The company also provides telephone services and Internet access over DSL in 14

circles. It also acts as a carrier for national and international long distance communication services. The

company has a submarine cable landing station at Chennai, which connects the submarine cable connecting

Chennai and Singapore. The businesses at Bharti Airtel have been structured into three individual strategic

business units (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The mobile

business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while

the Airtel Telemedia Services business offers broadband & telephone services in 95 cities and has recently

launched India's best Direct-to-Home (DTH) service, Airtel digital TV. The company provides end-to-end

data and enterprise services to the corporate customers through its nationwide fiber optic backbone, last mile

connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth access through the

gateways and landing station. Globally, Bharti Airtel is the 3rd largest in-country mobile operator by

subscriber base, behind China Mobile and China Unicom. In India, the company has a 24.6% share of the

wireless services market, followed by 17.7% for Reliance Communications and 17.4% for Vodafone Essar.

VODAFONE: Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 23

telecom circles in India. Despite the official name being Vodafone Essar, its products are simply branded

Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India with good

presence in the metros.

12
Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz digital GSM technology,

offering voice and data services in 23 of the country's 23 licence areas.

BSNL : Bharat Sanchar Nigam Limited (known as BSNL, India Communications Corporation Limited) is a

public sector telecommunication company in India. It is India's largest telecommunication company with

24% market share as on March 31, 2008. Its headquarters are at Bharat Sanchar Bhawan, Harish Chandra

Mathur Lane, Janpath, New Delhi. It has the status of Mini Ratna, a status assigned to reputed public sector

companies in India.

BSNL is India's oldest and largest Communication Service Provider (CSP). Currently has a customer base of

90 million as of June 2008. It has footprints throughout India except for the metropolitan cities of Mumbai

and New Delhi which are managed by MTNL. As on March 31, 2008 BSNL commanded a customer base of

31.55 million Wireline, 4.58 million CDMA-WLL and 54.21 million GSM Mobile subscribers. BSNL's

earnings for the Financial Year ending March 31, 2007 stood at INR 397.15b (US$ 9.67 b) with net profit of

INR 78.06b (US$ 1.90 billion). BSNL has an estimated market value of $ 100 Billion. The company is

planning an IPO with in 6 months to offload 10% to public in the Rs 300-400 range valuing the company at

over $100 billion.

IDEA : IDEA Cellular is part of the Aditya Birla Group, India's first truly multinational corporation. The

group operates in 25 countries, and is anchored by over 100,000 employees belonging to 25 nationalities.

Idea Cellular is a leading GSM mobile service operator with pan India licenses. With a customer base of over

36 million in 15 service areas, operations are soon expected to start in Orissa and Tamil Nadu-the first steps

in providing pan India services covering over 90% of India's telephony potential. A frontrunner in

introducing revolutionary tariff plans, IDEA Cellular has the distinction of offering the most customer

friendly and competitive Pre Paid offerings, for the first time in India in an increasingly segmented market.

13
TATA INDICOM : Tata Teleservices Limited (TTSL) is a part of the Tata Group of companies, an

Indian conglomerate. It operates under the brand name Tata Indicom in various telecom circles of India. The

company forms part of the Tata Group's presence in the Telecommunication Industry in India, along with

Tata Teleservices (Maharashtra) Limited (TTML) and TATA COMMUNICATIONS LTD.Tata Teleservices

spearheads the Group’s presence in the telecom sector. Incorporated in 1996, Tata Teleservices was the first

to launch CDMA mobile services in India with the Andhra Pradesh circle

AIRCEL : Aircel is a joint venture between Maxis Communications Berhad of Malaysia and Apollo

Hospital Enterprise Ltd of India. It is India’s seventh largest GSM mobile service provider with a subscriber

base of over 17 million. It has a market share of 6.3% among the GSM operators in the country. As on date,

Aircel is present in 11 telecom circles (Assam, Bihar, Himachal Pradesh, Jammu & Kashmir,Kerala, North

East, Orissa, Tamil Nadu, Karnataka, West Bengal, Delhi) and with licences secured for the remaining 10 of

the 23 telecom circles, the company plans to become a pan-India operator by 2009..

TATA DOCOMO: TATA DOCOMO is a Tata Teleservices Limited's (TTSL) cellular service provider on

the GSM platform-arising out of the Tata Group's strategic joint venture with Japanese telecom giant NTT

Docomo in November 2008. Tata Teleservices has received a pan-India license to operate GSM telecom

services, under the brand "TATA DOCOMO" and has also been allotted spectrum in 18 telecom Circles.

TTSL has already rolled out its services in various circles.[1]

It offers both prepaid and postpaid GSM cellular phone with presence in 19 circles including Madhya

Pradesh & Chhattisgarh, Orissa, Maharashtra & Goa, Punjab, Haryana, Uttar Pradesh, Karnataka, Kerala,

Tamil Nadu, Chennai, and West Bengal. It has become very popular with its one second pulse especially in

semi-urban and rural areas. They are launching their service from the south of India to central, east and north.

14
vergine :
Led by adventurous founder, chairman, and owner Sir Richard Branson, holding company Virgin Group gets around.

The group's travel-related operations, led by 51%-owned Virgin Atlantic Airways, are among its biggest breadwinners.

The airline flies to 30 destinations around the world with a fleet of about 40 aircraft. Virgin Atlantic is complemented by

its Australian low-fare cousin, Virgin Blue, which operates a fleet of about 80 aircraft. Virgin Group also operates rail

franchises in the UK and sells tour packages. Besides travel and leisure, the group's major operating areas include

beverages, financial services, and telecom (Virgin Media). Virgin, with offices in about 30 countries, was established in

1970.

15
PRODUCT
DEFINITION:

“A product is a bundle of physical service and symbolical particulars expected to yield satisfaction benefits
to the buyers”.

(Phillip Kotler)

“A product is a complex of tangible and intangible attributers, including packaging, colors, price,
manufacture and retailer’s service which the buyer may accept as offering satisfaction of wants of needs.”

(William J Stanton)

Reliance communication products

 Reliance Base Phone

 Reliance Mobile

 Reliance Data Card

 Reliance Voucher, E-Recharge

 Reliance PCO

 Reliance Broad Band

16
Subscriber Base
The Reliance Communication subscriber base according to COAI - Cellular Operators Association of India is
over 105mn :

17
CDMA:
Top up Cards:
Promotional Total
Vouchers(Rs.) Talk time(Rs.)
Talk time(Rs.) Talk time(Rs.)
10 7.07 Nil 7.07
20 16.13 Nil 16.13
30 25.20 Nil 25.20
50 43.33 Nil 43.33
100 88.66 NIL 88.66
200 181.32 18.68 200*
300 271.99 28.01 300*
400 362.65 37.35 400*
500 453.31 46.69 500*
*Note - Applicable for all circles except Delhi circle.

Special packs
Simply Reliance Tariff

Call type Pay per call Pay per min Pay per sec

MRP of the RCV Rs.38.00 Rs.48.00 Rs.58.00

Talk time Rs.19 Rs.24 Rs.29
Admin fee Rs.15.45 Rs.19.52 Rs.23.58
Service Tax Rs.3.55 Rs.4.48 Rs.5.42
Traiff Validity 365 days 365 days 365 days
Incoming Validity Lifetime Lifetime Lifetime

Tariffs
Pulse rate 180 sec 60 sec 1 sec
Approximate usage(in pulse) available 15 48 2,900
Local/ Intra- Mobile 59% Rs.1.20 Rs.0.50 Rs.0.01
circle Fixed 20% Rs.1.20 Rs.0.50 Rs.0.01
Mobile 14% Rs.1.20 Rs.0.50 Rs.0.01
Inter-circle
Fixed 7% Rs.1.20 Rs.0.50 Rs.0.01
Avg. Outgoing
Rs.1.20 Rs.0.50 Rs.0.01
Rate

18
Vouchers

Talk Validity
Vouchers Benefit
Time for Days
All STD,
Roaming,
Simply pay per Second 58 NA 365
Local calls
@ 1p /sec
All STD,
Roaming,
Simply pay per minute 48 NA 365
Local,SMS
@50p
All STD,
Roaming,
Local
Simply pay per call 38 NA 365
calls @
Re
1.20/3min
Free
calling to
Jaadu 249 NA 30 local
Reliance
Mobile.
Free
calling to
any
Jaadu 999 NA 30 Reliance
Mobile
any where
in India.
Calling to
any Local
Reliance
Mobile @
Local R-R Pack 27 NA 30
20p/min
at any
time day
or night
Calling to
any
Reliance
Mobile
anywhere
National R-R Pack 77 NA 30
in India @
20p/min at
any time
day or
night

19
 GSM:
Vouchers
Talk Validity
Vouchers Benefit
Time for Days
All STD, Roaming, Local
Simply pay per Second 58 NA 365
calls @ 1p /sec
All STD, Roaming,
Simply pay per minute 48 NA 365
Local,SMS @50p
All STD, Roaming, Local
Simply pay per call 38 NA 365
calls @ Re 1.20/3min
Calling to any Local
Reliance Mobile @
Local R-R Pack 27 NA 30
20p/min at any time day or
night

Calling to any Reliance

National R-R Pack 77 NA 30 Mobile anywhere in India
@ 20p/min at any time
day or night

Topup cards:

20
21
Special packs:

22
FINANCIALSTATUS OF RCOM

23
24
Operation in Reliance communication:

1.Rcom launches 50 paise tariff across the board will be available to GSM & CDMA.

2.Rcom launches cloud computing on Microsoft platform.

3.Hong Kong China wireless in pact with Rcom to sell handsets.

- China wireless aims to clock 800 crore revenue in the next five years

-Company plans to invest 400 crore as capex & opex over the next three year the Indian

Operation.

4. RCOM joins hands with Nokia for Ovi Life Tools.

5. RCOM introduces Braille Bill service.

6. RCOM adds 2.8 m users in June.

7. RCOM buys India's largest Cable firm.

8. RCOM, Getjar join handset.

9. RCOM unveils unlimited Net access on mobile.

25
Notable awards:
• Anil Ambani – The Crack Person of the Year 2008 by Light Reading

• Most Promising Service Provider of 2003 (Asia Pacific) Award instituted by Asia Pacific Technology

from Frost & Sullivan

• RCOM adjudged the World’s Top CDMA Operator at the Global CDMA Industry Achievement

Awards

• Reliance Mobile amongst the "Top 10 Most Trusted Brands“ & rated as "India's Most Trusted

Service Brand 2009“ by The Economic Times

• Reliance Mobile" voted as No. 8th in "India's Most Admired Marketers“. The youngest Indian brand

amongst the "Top 10" and ahead of P&G, Hero Honda, Samsung, LG, Colgate and Cadbury's.

• Reliance Mobile, India's Top 25 Marketers Awards 2009, Pitch, November 9

• Mobile Marketing Award(Los Angeles) at Global level for cross-media integration on digital and

mobile medium of Reliance GSM

launch campaign (Go For It!).

• Best Advert game award conferred by World Brand Congress for digital advertising game hosted on

Zapak.com

• CMOs Council Brand Leadership Award to Reliance Communications, November 2009

• World Brand Congress, Chair for Yr. 2009-10 granted to RCOM, November 2009

• Business Today along with TAM rated Simply Reliance TVC as the most watched Ad in the month

of October 2009.

• Total Network TVC's Kedarnath & Highway rated as No.1 campaign in India for the month of

August 2008 & September 2008

• Most awarded single brand for Creative Excellence ABBY Awards 2007 (Advertising Agency

Association of India)
26
 Chapter 3:
Relation of the work done by me with theory:

I have conducted a survey for the performance rating system by retailers in major areas of Raipur city like:

1. Katora talab

2. Tikra para

3. Pachpedi naka

4. Lakhe nagar

5. Nehru nagar

6. New rajendra nagar

7. Amlidih

8. Lili chock

9. Aama para

10. Telibandha

11. Aakashwani road

12. Budapara

According to the performance of the various telecom service provider companies like:

GSM – Global System of Mobility CDMA – Code Dual Module Assessment

1. Reliance cdma 9. Vodafone

2. Reliance gsm 10. Tata docomo

3. Airtel

4. Bsnl

5. Idea

6. Aircell

7. Tata indicom

27
8. Virgin

I have used the following factors for conducting the survey in which the reach factor is most important:

I have used 130 questionnaire

In which 30 questionnaire are for these factors:

1. Service time

2. Claim sattelment

3. Merchandise

4. Communication

5. Relationship

6. SKU availability

and 100 questionnaires are for this factors:

1.“REACH”

So the total factors are 7

28
Chapter 4:
Main issue & area worked upon by me:
I have done a market research for improvement of marketing strategy of reliance communication product

SIM reliance GSM & CDMA and with Rcom’s other compititors like

1. Airtel

2. Idea

3. Bsnl

4. Aircell

5. Tata indicom

6. Tata docomo

7. Virgine

8. Vodafone

Basicly it was the performance rating system by the retailers for various telecom service provider with

a special factor REACH in which there is two type of recharge system which are as followed:

1. E-recharge

2. Paper recharge

It can be a improvement of marketing strategy of reliance communication product SIM reliance GSM

& CDMA and with Rcom’s other compititors.

29
 Basicly it is the market research for the effectiveness & improvement of reliance communication SIM

(GSM & CDMA) and I have used to collect the data from following area of Raipur city:

1. Katora talab

2. Shyam nagar

3. Tikra para

4. Sanjay nagar

5. Santoshi nagar

6. Pachpedi naka

7. Sashtri market ever green chock

8. Lakhe nagar

9. Sundar nagar

10. Aswani nagar

11. Ring road priyadarshani colony

12. Nehru nagar

13. New rajendra nagar

14. Amlidih
30
15. Lili chock

16. Purani basti

17. Kailash puri

18. Aama para

19. Pohara chock

20. Sharda chock

21. Ram sagar para

22. Telibandha

23. Aakashwani road

24. Budapara

25. Kushal pur chock

In this market research I have conducted the survey and asked questions to the sim retailers of all

telecom service provider and I have understand the perception of sim retailers for various telecom

service provider’s performance according to the various factors which are as followed:

1. Service time

2. Claim sattelment

3. Merchandise

4. Communication

5. Relationship

31
 6. SKU availability

7. “REACH”

This questions were asked to the retailer and I had the conversation with various retailers of raipur city

For following telecom service provider performance :

1. Reliance cdma

2. Reliance gsm

3. Airtel

4. Bsnl

5. Idea

6. Aircell

7. Tata indicom

8. Virgin

9. Vodafone

10. Tata docomo

Retailers were giving their response and I was getting information about their satisfaction for the benefit

which is given to the retailers for claim sattelment and product advertisement like banner and poster facility

and relationship of telecom service provider’s middlemans and the stock keeping unit availability of the

sims of various telecom service provider and I have understand the response for the service time of telecom

companies by the retailers and their perception were positive or negative towards the telecom companies.

32
Chapter 5:
Significant learning that I underwent during the training:

Finding and data interpretation:

According to the chi square method the collected data for the 100 outlets of REACH

Are as followed:

Company E-recharge Paper-recharge

Observed count Expected count Observed count Expected count
R gsm 96 49.25 89 43.30
R cdma 99 50.83 93 45.24
Airtel 98 50.31 92 44.76
Bsnl 72 36.96 75 36.49
Idea 97 49.80 94 45.73
Aircell 60 30.80 52 25.30
Docomo 85 43.64 83 40.38
Tata indicom 53 27.21 56 27.24
Vergine 38 19.51 37 18.00
Vodafona 85 43.64 71 34.54
Total 783 743

Significant value for E-recharge =17.79

Significant value for Paper-recharge =18.77

33
The interpretation for the chi square method are as followed:

Calculated value for the E-recharge system according to the chi square method is 17.79 which is greater than

table value of chi square method.

i.e. x2 table =16.919

hence the reach of the E-recharge in the retailers shop of sim in the Raipur city is significant. so the Reach of

E-recharge for the following companies are high eassyly available sim recharge system:

1. reliance gsm

2. reliance cdma

3. airtel

4. idea

5. vodafona

6. bsnl

7. tata docomo

and Reach of E-recharge for the following companies are low:

1. tata indicom

2. vergine

3. aircell

34
Calculated value for the Paper-recharge system according to the chi square method is 18.77 which is greater

than table value of chi square method.

i.e. x2 table =16.919

hence the reach of the Paper-recharge in the retailers shop of sim in the Raipur city is significant

so the Reach of E-recharge for the following companies are high and eassyly available sim recharge system:

1. reliance gsm

2. reliance cdma

3. airtel

4. idea

5. vodafona

6. bsnl

7. tata docomo

and Reach of E-recharge for the following companies are low:

1. tata indicom

2. vergine

3. aircell

35
Tendency of telecom companies according to the rating of retailers of sim with

the performance of telecom companies on the basis of factors:

36
37
38
Finding of the study:

Top rank holding companies of sim according to the sim retailers are:

First –idea

Second –airtel

Third – reliance gsm and cdma

Fourth- Vodafone and bsnl

Fifth- tata docomo

And other comes under lower demanded sim companies are:

Tata indicom

Aircell

virgin

39
RETAILERS FINDING:

Services provided by Retailers: -

All the retailers are dealing in all services i.e. providing Recharge Voucher, SIM, and Tariff Voucher

of all the cellular service companies present in Raipur zone. Also most of them provide only pre-paid

connection.

Satisfaction: -

Most of the retailers i.e. around 74% of respondents are satisfied with RCOMM brand, 10% of them

push RCOMM brand to the customer and rest 16% retailers are not satisfied with RCOMM brand due

to claim pending and the distributor. The retailers don’t get schemes communicated in time by

distributor and distributor does not povide RCV & e-Top properly.

Problems: -

there is network problem with RCOMM, on the other hand they found its competitors viz. Airtel,

VODAFONE, TATA Indicom network connectivity of very good to good level.

don’t get schemes communicated in time by distributor and distributor does not provide RCV & e-

Top.

Support from company: -

Most of the retailers ensnared that they are supported by the companies’ personnel & companies’

helpline.

All companies provide POP at right time and in adequate number.

Claim process:-

In case of RCOMM process is be claimed very belatedly i.e. almost 77% of the cases take 60-90

days, where as in case of Airtel most of the i.e. 88% is being finalized in time limit 0-30 days.

The claim process services of other competitors viz. AirCel, Vodafone, & Tata Indicom are almost at

par with the IDEA cellular ltd.

40
Learning of the study:
In this market rsearch I have learnt that how to improve the performance of telecom company like Reliance

communication by their service ,relationship,product communication and advertisement,stock keeping

unit,claim sattelment and benefit percentage of selling.

In this research I have learnt that my research can improve the performance and my research can make the

reliance communication’s strategy effective to be and survive in cut throat marketing of product like sim and

its recharge system ad to competite with competitors like :

1. Airtel

2. Idea

3. Bsnl

4. Vodafone

5. Tata docomo

In this training I have learnt how to understand the perception of retailers and their satisfaction level toward

the telecom service provider company by various factors like retailers benefits & claim sattelment fund and I

have understood that the distributer do not give the amount of claim sattelment to the retailers in time and

they are dissatisfied by the selling benefit percentage of retailers which is 2% only.

41
SWOT Analysis of Reliance communication LTD:

Strength Weakness
• Low Entry Cost • Branding Image
• Commission Structure • Distribution problem
• Fast Activation Process • Limited product portfolio- Only
• Network Mobile
• Connectivity • Lack of Competitive Strength
• Data GPRS • Limited Budget

Opportunity Threat
• Preference of GSM over • Political destabilization.
CDMA • New Entrants
• New Specialist application • IT Development
• Rural Telephony • Market Demand
• New Market, Vertical, • Seasonality,Weather Effects
Horizontal
• Competitors` Vulnerabilities

42
43
Suggestions :
On the basis of extensive study and research, here are some recommendation and suggestion which may help

the company to market the product and service more profitability and increase its share in the Telecom

market.

1. I have grasp that the retailers are not satisfied with claim sattelment of all telecom company

and they are not getting more benefit percentage because there is ionly 2% of benefit on

selling so it should be icreased according to RCOM benefit percentage on selling to the

retailers

2. and othrer problem is product advertisement for awareness of the product in people of raipur

city.so the retailers should be provided better banner and electricity for banners on tags of

product of reliance sim.

3. PROMOTIONAL ACTIVITIES

The company expand the budget allocation for promotional campaign in center of capital of C.G.

It has affected the sale service brand image of Reliance especially in C.G. Low supports in

promotion have lead to fluctuation in sale

There may be some useful tools which can be summrized as follows:-

(1) Advertising – advertising should have a clear objective and message, which has not been

found in recent ads. Reliance is a faster growing provider service in each state .every offers

and schemes they should show with proper message for benefit to the customer. In busy life

customer do not remembered any offers and which service we can provided for the customer

therefore they should by force showing advertisement in growing market and among

customer .customers wants continuously exposure in Cable and Local newspapers.

44
 (2) Persuasive Advertising :-

Now there is a need of persuasive advertising for Reliance service which can be moved into

the category of “comparative advertising”. It will help the company to establish the

superiority of its brand service through specific comparison of one or more attributes and

features.

(3)Technical Expertise:-

The advertisement should show the companies expertise, experience and pride in market the

product service sale.

Media A combination of print ads and TV commercial do a better job. Local ads and publicity

should be giving more stress. Hoardings, banners, wall painting should be promoted, as some

expenses are also beard by dealers. Ads on Cable network result greater audience attention.

Schemes, gift offers etc. must be highlighted through Radio and Local newspapers.

4. SALES PROMOTION

Cash discount

Premiums

Appointment of sale promoter

Financial schemes

5. OCCASIONAL DISCOUNT

The company may go for occasional discount offers or price off from time to time specially

during any festival. Off season discount may also prove helpful to check fluctuating sales.

6. PRODUCT QUALITY AND TECHNICAL FEATURES

As for as some hand set mobile product quality is concerned, there is an urgent need of technical

up gradation of Reliance mobile product line. It would be beneficial for company to launch some

45
colors mobile hand set with the some added feature and minimum price.

46
Conclusion:
Indian economy is an emerging one and is growing very fast at the average GDP rate 8-9% so in this

emerging market competition level among telecommunication services provides new players are

coming who will necessarily intensify the competition. New products and new schemes are being

offered by the telecom service providers. The need for large information capacity has grown

tremendously due to the demand of real time information. Telecommunication has now become a

major information transmission system and telecom has undoubtedly emerged as the most important

industry in India. Indian telecom companies are putting in their best offer to rope in major telecom

operators of the world e.g. Vodafone, Aircel and MTN etc. are playing their role in synergy with the

operation of the Indian companies. Process of acquisition and merger are in process and future will be

only for those companies who have an edge over others in the field. Service provided and the better

quality of network etc. is provided at affordable cost. In this process of competition it is assumed that

only those companies will survive who adopt suitable market strategy and technology innovation and

up gradation to suit the aspiration and demand of the consumer.

RCOM ltd. an Anil Ambani Group of cos. is very fast catching up with the market by providing

cheaper calling rates. The market strategies adopted by its executives are bearing fruits and the

company although being the Second one to enter the market of Bihar & Jharkhand has found a

suitable niche and recognition in the consumer. But this is not a thing for self contentment as the

survey reveals that in network, service and distributor, its place is very far behind to other

competitors viz. idea,Airtel, BSNL,vodafone and Tata docomo etc. so to withstand the competition

resources mobilization and technological innovation on the part of cos. To upgrade its quality of

network and services is urgently called for.Market access and growth is alright but the improvement

of quality on the above counts is necessity of the time.

47
REFERENCES:

BOOKS

Marketing Management - Phillip Kotler

MAGAZINE

Business Today

Advertising & Management

NEWSPAPERS

Economic Times

Hindustan Times

Financial express

Business standard

WEBSITE

http://www.google.com/

http://www.Rcom.co.in/

http://www.reliancemobile.com/

http://www.wikipedia.org/

48
 QUESTIONNAIRE USED FOR 30 SURVEY
Measuring SOL(Service Output Level) of all Telecom Company & study its
effect on
RETAILER’S RATING
1. Name : _____________________________
2. Address :___________________________
3. Phone number.___________________
4 .How you rate the Service time of following Telecom companies
(Assign number on your rating level from 1 to 5)
1=worse, 2=bad, 3=good, 4=better, 5=best
Reliance GSM 1 2 3 4 5 Aircell 1 2 3 4 5
Reliance CDMA 1 2 3 4 5 DOCOMO 1 2 3 4 5
Airtel 1 2 3 4 5 Vergine 1 2 3 4 5
BSNL 1 2 3 4 5 TATA indi 1 2 3 4 5
5 . How you rate the Merhandise of following Telecom companies
(Assign number on your rating level from 1 to 5)
1=worse, 2=bad, 3=good, 4=better, 5=best
Reliance GSM 1 2 3 4 5 Aircell 1 2 3 4 5
Reliance CDMA 1 2 3 4 5 DOCOMO 1 2 3 4 5
Airtel 1 2 3 4 5 Vergine 1 2 3 4 5
BSNL 1 2 3 4 5 TATA indi 1 2 3 4 5
6 . How you rate the Claim Setellment of following Telecom companies
(Assign number on your rating level from 1 to 5)
1=worse, 2=bad, 3=good, 4=better, 5=best
Reliance GSM 1 2 3 4 5 Aircell 1 2 3 4 5
Reliance CDMA 1 2 3 4 5 DOCOMO 1 2 3 4 5
Airtel 1 2 3 4 5 Vergine 1 2 3 4 5
BSNL 1 2 3 4 5 TATA indi 1 2 3 4 5
7 . How you rate the Product Communication of following Telecom companies
(Assign number on your rating level from 1 to 5)
1=worse, 2=bad, 3=good, 4=better, 5=best
Reliance GSM 1 2 3 4 5 Aircell 1 2 3 4 5
Reliance CDMA 1 2 3 4 5 DOCOMO 1 2 3 4 5
Airtel 1 2 3 4 5 Vergine 1 2 3 4 5
BSNL 1 2 3 4 5 TATA indi 1 2 3 4 5
8. How you rate the Relationship of following Telecom companies
(Assign number on your rating level from 1 to 5)
1=worse, 2=bad, 3=good, 4=better, 5=best
Reliance GSM 1 2 3 4 5 Aircell 1 2 3 4 5
Reliance CDMA 1 2 3 4 5 DOCOMO 1 2 3 4 5
Airtel 1 2 3 4 5 Vergine 1 2 3 4 5
BSNL 1 2 3 4 5 TATA indi 1 2 3 4 5

49
9. How you rate the SKU availability of following Telecom companies
(Assign number on your rating level from 1 to 5)
1=worse, 2=bad, 3=good, 4=better, 5=best
Reliance GSM 1 2 3 4 5 Aircell 1 2 3 4 5
Reliance CDMA 1 2 3 4 5 DOCOMO 1 2 3 4 5
Airtel 1 2 3 4 5 Vergine 1 2 3 4 5
BSNL 1 2 3 4 5 TATA indi 1 2 3 4 5

QUESTIONNAIRE USED FOR 100 SURVEY

Which recharge system do you have whether Paper recharge or E- recharge
If both then tell which telecom service provider company do you have
recharge system. (Tick: right or cross ) yes=right , no= cross

SURVEY ON VARIOUS TELECOM COMPANIES CHARGING SYSTEM

PAPER
E-RECHARGE RECHARGE

SHO SHO SHO SHOP SHOP SHO SHO SHOP

COMPANY P1 P2 P3 4 SHOP5 1 SHOP2 P3 P4 5

RELIANCE
GSM
RELIAN
CDMA
AIRTEL
BSNL
Idea
AIRCELL
DOCOMO
TATA
INDICOM
VERGINE
VODAFONA

50
51
LETTER OF THANKS
“Thanks”, a very small word for a person who has really helped you in

achieving your goal.

Still I would like to say thanks to each person who so ever has supported

as well as co-operated in any ways in the completion of my project.

I would like to say special thanks to respected Mr. Alok dangi, Cluster

Distribution Lead of Reliance communication in Raipur , Regional

Training Manager Reliance who has shown us the right path to follow in

order to

complete our project.

52